A real estate CRM has a different job from a sales CRM. Buyers can take months to move, most of your business comes back through past clients and referrals, and the leads you pay for go cold within minutes. The CRMs built for agents are priced for that work, and their prices range from $49 a month for a whole small team to several hundred dollars a month before you buy a single lead. Here is what each one costs, taken from its own pricing page.
The real estate CRMs at a glance
| CRM | Entry price | Users | Free trial |
|---|---|---|---|
| Wise Agent | $49 a month, or $499 a year | Up to 5 team members on a shared login | 14 days |
| Follow Up Boss | Grow: $69 per user a month, $58 billed annually | Per user; Pro covers 10 users | 14 days |
| Top Producer | Pro: $179 per user a month | Per user; Pro Teams from $399 for 5 | Not stated |
| Real Geeks | $399 a month + $500 setup | First 2 users included | Not stated; 6- or 12-month terms |
| Lofty | Not published ("Request Pricing") | By package | Demo on request |
| HubSpot | Free; Starter $20 per seat (new-customer promo from $7) | Free for 2 users | Free plan |
| Zoho CRM | Free; Standard $14 per user a month annually | Free for 3 users | Free plan |
What one agent pays for a CRM in the first year
Show the numbers
| Value | |
|---|---|
| HubSpot free plan | $0 |
| Zoho CRM Standard | $168 |
| Wise Agent CRM | $499 |
| Follow Up Boss Grow | $696 |
| Top Producer Pro | $2,148 |
| Real Geeks | $5,288 |
Wise Agent: best for a solo agent or a small team on a budget
Wise Agent's CRM plan costs $49 a month, or $499 a year billed annually, and covers up to 5 team members on a shared login. That makes it the cheapest real estate CRM here by a wide margin, and it is month to month with no setup fee.
The plan is not stripped down. It includes drip campaigns, transaction management, a team calendar, customizable landing pages, reporting, 100 lead enhancement credits and unlimited document storage, with 24/7 live support and onboarding included.
What to watch:
- Separate logins cost extra. The 5 team members share one login. Giving someone their own login, with permissions to limit what they see, is $20 a month per login; more team members are $20 a month per batch of 5.
- Texting is an add-on. WiseText is $11 a month for 1,000 credits, plus an $80 one-time registration fee.
- The social media plan is the default. CRM + WiseSocial costs $69 a month ($59 billed annually) and adds automated listing posts and branded listing videos. Wise Agent says WiseSocial is included during signup and can be removed anytime, so check which plan you are on.
Choose it if you want real estate features without paying per user, and a shared login works for your team.
Follow Up Boss: best for teams that buy leads
Follow Up Boss is built around speed to lead: it connects your lead sources, routes each new lead to the right agent and starts an action plan of calls, texts and emails. Grow costs $69 per user a month, or $58 billed annually, and includes lead distribution, smart lists, action plans, calendar and email sync, reporting and a mobile app.
The bigger plans are priced per team rather than per user:
| Plan | Billed monthly | Billed annually | Users included | Each extra user |
|---|---|---|---|---|
| Grow | $69 per user | $58 per user | Priced per user | — |
| Pro | $499 a month | $416 a month | 10 | $49 ($41 annually) |
| Platform | $1,000 a month | $833 a month | 30 | $20 ($17 annually) |
What to watch:
- Calling costs extra on Grow. It is $39 per user a month ($33 annually), more than many standalone business phone plans. Pro includes unlimited calling and texting for every user.
- Taxes are added. Prices are listed "+ tax, where applicable".
A team of five on Grow pays $3,480 a year billed annually, before calling. Pro, at $4,992 a year billed annually, covers up to 10 users and includes calling, so it becomes the cheaper option once a five-person team adds calling to Grow.
Choose it if you buy leads from portals or ads and the team that answers first wins the client.
Top Producer: best for farming your sphere
Top Producer Pro costs $179 per user a month. It includes Market Snapshot reports for your contacts, automated text and email lead response, built-in transaction management and MLS integration with more than 320 boards. Top Producer lists monthly prices only.
For teams, Pro Teams plans cover several users for one price: $399 a month for up to 5 users, $699 for up to 10 and $1,199 for up to 25. Two packages add marketing on top: Pro + Leads from $479 a month and Pro + Farming from $599 a month, with prices that vary with lead volume and farm size.
What to watch:
- No annual discount and no trial listed. The page lists monthly prices only.
- Lead and farming prices are starting points. Pro + Leads and Pro + Farming vary with lead volume and farm size.
Choose it if most of your business comes from past clients and a farm, and you want regular market reports going to them without building them yourself.
Real Geeks: best for a website, IDX search and CRM in one
Real Geeks is a lead-generation platform rather than just a CRM. The Real Geeks Platform costs $399 a month plus a $500 one-time setup fee, on 6- or 12-month terms, and includes the first two users. Extra users are $25 a month each up to 10 users, then $10 each for users 11 to 40.
The extras are where the cost grows: social lead packages are $299 a month each, search and seller lead packages $599 a month each, IDX feeds $10 per MLS board a month and Geek AI Text $49 a month.
What to watch:
- It is a contract. Terms are 6 months, 12 months or annual, with the $500 setup fee on top.
- Lead packages can double the bill. One search or seller package at $599 a month costs more than the platform itself; Geek AI Text is included at no cost with any lead package.
Choose it if you want a property search website that feeds leads straight into the CRM, and you are ready for a contract.
Lofty: pricing on request
Lofty does not publish its prices: every plan, from Lofty Agent to Lofty Enterprise, shows "Request Pricing", and Lofty says the price depends on the platform package, seat count, upgrades and lead-generation programs. The few figures it does list are for extras, such as a home evaluation page at $70 a month and a 20% management fee on digital advertising. Ask for a written quote that names the contract length before you compare it with the CRMs above.
HubSpot or Zoho CRM: best if you want to start free
If you are new to the business, a general-purpose CRM costs nothing to start. HubSpot is free for up to 2 users and 1,000 contacts, with 2,000 email sends a month carrying HubSpot branding. Zoho CRM is free for 3 users. Zoho's Standard edition, at $14 per user a month billed annually ($20 monthly), adds mass email, built-in calling, multiple pipelines and sales forecasting.
Neither is built for real estate, so you set up your own pipeline stages for buyers and sellers and your own follow-up reminders. In return you get room to grow; our free CRM for small business guide compares every free plan's limits. See HubSpot CRM pricing and Zoho CRM pricing for the paid tiers.
What a team of five pays in a year
| CRM | First-year cost | How it is worked out |
|---|---|---|
| Wise Agent CRM | $499 | One plan, 5 team members on a shared login |
| Zoho CRM Standard | $840 | 5 users × $14 × 12, billed annually |
| Follow Up Boss Grow | $3,480 | 5 users × $58 × 12, billed annually, before calling |
| Top Producer Pro Teams | $4,788 | $399 a month for up to 5 users × 12 |
| Follow Up Boss Pro | $4,992 | $416 a month × 12, billed annually, up to 10 users |
| Real Geeks Platform | $6,188 | ($399 + 3 extra users × $25) × 12, plus the $500 setup fee |
Lofty is left out because it does not publish prices.
How to choose
- Just starting, no budget? HubSpot's or Zoho's free plan, and move to a real estate CRM when your follow-up outgrows reminders.
- Solo agent or small team that wants real estate features cheaply? Wise Agent at $499 a year.
- Buying leads and working them as a team? Follow Up Boss: Grow for a few agents, Pro once you need calling for everyone.
- Living off your sphere and a farm? Top Producer, for the market reports.
- Want the website and the leads as well? Real Geeks, if a 6- or 12-month term suits you.